CONCEPT

THE HYUNDAI INSTEROID

A GLITCH IN THE CAR INDUSTRY.

Hyundai took their smallest EV model, the Inster, and pushed it to the absolute max. The result? The Insteroid - AKA the Inster on Steroids -  their latest concept car. Half real, half dream race car, half straight out of an arcade game (yes, we know that's three halves already), the Insteroid puts the fun back in driving, even if only as a creative exercise.

To launch it, we came up with a concept that shows exactly what the Insteroid is: a car that is nothing like what you see out there. A glitch in the car industry.
And we took that quite literally, focusing the execution on the glitch that takes it from Inster to Insteroid, from a small EV into a badass racing car.

TEASER

TEASING 
THE INSTEROID

Before the launch, we started building anticipation in the automotive community by introducing the campaign concept and showing the transformation from Inster to supercar.
The teaser, directed at car enthusiasts, was posted on Hyundai's social and digital channels, alongside the reveal date.

REVEAL

REVEALING 
THE DESIGN

On April 1st, 2025, the Insteroid was out in the world. Some people thought it was an April Fool's joke, but we were for real.
Once again, Instagram and social were the playground to flex the bold design lines and the name.

HERO FILM

THE LAUNCH

After weeks of anticipation, it was time to really show what the Insteroid was all about. For that, we created a 90" hero film, focusing on the design elements, performance and distinctive character of the car. We crafted a world inspired by cyber-punk futuristic videogames, and made the Insteroid drive and drift through a racetrack in a metropolis bathed in neon lights. 

HIGHLIGHTS